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A PRSA education resource for Chapter Ethics Officers to provide materials and information to members regarding ethics in public relations.
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Note to speaker:It is very unlikely you will make a presentation using all of these slides. This was prepared so that you can pick and choose material that suits your needs, all designed to communicate the importance of ethical communication. Most of the sources noted on each slide update their information annually. Just do a Web search for the most current information.
Questions?Contact Tom [email protected]
Blank Slide
What’s the key to selling a car? Or anything else?
PRSA Board of Ethics and Professional Standards, 2011
It’s one word.Just five letters.
And it defines each of the following people.
__ __ __ __ __
See if you can fill in the blanks based on hints in the following slides.
James Earl JonesNo. 1 on this attribute
Tom HanksNo. 2
Michael J. FoxNo. 3
Morgan FreemanNo. 4
Forbes e-Poll 2010
Others in the Top Ten on this attribute
Sally Field
Ron Howard
Will Smith
Bill Cosby
Denzel Washington
Mike Rowe
Forbes e-Poll 2010
__ R __ __ __
Need a hint?Let’s reveal one letter at a
time…
__ R __ S __
__ R U S __
TRUSTIt’s critical to success in public relations.
What does it say about us that some celebrities are trusted so much and
business, government and other institutions so little?
“There is a pervading crisis of confidence and trust in the global corporate culture. Trust has been ruptured between many organizations and their constituencies.
Yet trust is at the basis of every relationship. The loss of trust leads to the loss of
reputation and, ultimately, to the loss of business.”
Ruder-Finn Public Relations
Listen to Carly on trust.
And think about the attributes of trust you’ll see on the bottom left of the screen.
Carly Fiorina, former CEO of HP
Trusted? Top 10?
Trusted?
Trusted?
Trusted?
Most Trusted Brand In the U.S.
Millward Brown research, 2010
#2 Most Trusted Brand in America
Millward Brown research, 2010
Top 10 Most Trusted Brands
Amazon.com
FedEx
Downy
Huggies
Tide
Tylenol
Toyota (changing?)
WebMd
Pampers
UPS
Milward Brown research, 2010
Is trust important to business?
“Trust is something business can’t do without...It isn’t some fuzzy nice-to-have; it’s the lubricant
without which the City and Wall Street are as frozen as a rusted motor.
If there is debt or credit, there has to be trust.”
Business columnist Simon Caulkin, The Guardian
Who is trusted among TV News Networks?
Public Policy Poll, 2010
America’s Most Trusted “Newsman”
Jon Stewart
Can “Experts” Be Trusted?
2010 Edelman Trust Barometer
2010 Edelman Trust Barometer
Can sources be trusted?
What professions are most trusted?
Will you define your profession?Or will it define you?
#1 Profession for Honesty and Ethical Standards
Nurses
Best (and worst) Professionsfor Honesty and Ethics
Nurses
Pharmacists
Police
Engineers
Dentists
College Teachers
Clergy
Chiropractors
Psychiatrists
Journalists
Bankers
Governors
Lawyers
Business Execs
Advertising practitioners
Senators
Insurance Sales
Stockbrokers
Members of Congress
Health Insurance Managers
Gallup Poll, Nov. 2009
Do we trust government?
Only 17% of Americans trust the government to do the right thing most or all
of the time.
52% of Americans agreed with the statement that “quite a few government officials are
crooked.”
NY Times/CBS Poll, Oct. 2008
Do we even trust what we eat?
Less than 20% of consumers trust food companies to develop and sell food products that are safe and healthy for themselves and their families. 60% are concerned about the
safety of food they purchase.
IBM ResearchJune 24, 2009
CAN I TRUST YOU?That’s what defines reputation.
What Affects Corporate Reputation?
2010 Edelman Trust Barometer*Ranked #1 in 2006**Ranked #3 in 2006
DO YOU AGREE OR DISAGREE WITH THIS STATEMENT?
Trust is the most important consideration I make, even more than political viewpoint, when I consider who to vote
for, and more important than price and quality when I consider who I do business with, or who I invest with.
Researchers asked:
Edelman Trust Barometer, 2007
DO YOU AGREE OR DISAGREE WITH THIS STATEMENT?
Trust is the most important consideration I make, even more than political viewpoint, when I consider who to vote
for, and more important than price and quality when I consider who I do business with, or who I invest with.
85% Agreed66% Agreed StronglyOnly 10% Disagreed
Edelman Trust Barometer, 2007
Ethical behavior is the right thing to do.
It’s also the foundation of long-term business success and
profitability.
How to earn trust
Note to Speaker
Please use the following slides as needed for your presentation. Feel free to mix and match any slides
to fit the subject matter you’ll be addressing.
Code of Ethics
The Public Relations Society of AmericaA standard for ethical behavior and trust building
Basic Code Principles
HonestyAdhere to the highest standards of accuracy and truth
in advancing the interests of those you represent and in communicating with the public.
Maintain the integrity of relationships with the media, government officials, and the public.
To ensure honesty, investigate the accuracy of information given to you. Reveal sponsors for causes/interests. Disclose financial interests.
Basic Code Principles
FairnessDeal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Respect all
opinions and support the right of free expression.
Build trust with the public by revealing all information needed for responsible decision making.
Basic Code Principles
ExpertiseAdvance your profession through your continued
professional development, research, and education. Build mutual understanding, credibility and
relationships among a wide array of institutions and audiences.
Basic Code Principles
AdvocacyServe the public interest by acting as responsible
advocates for those you represent. Provide a voice for the organization through ideas, facts and viewpoints to
aid informed public debate.
Basic Code Principles
IndependenceProvide objective counsel to those you represent.
Avoid real, potential or perceived conflicts of interest you will build the trust of clients, employers and the
public.
Professional Standards Advisories
(Code Additions & Updates) Plagiarism
Falsely representing another’s ideas or words as your own
Different than copyright infringement
All too frequent today with Internet availability
Must give proper credit to creator
Professional Standards Advisories
(Code Additions & Updates) Looking the Other Way
Failing to sound alarm for ethical dilemmas
Some professions don’t tell by custom
Too much “See no evil, hear no evil, speak no evil”
Professional Standards Advisories
(Code Additions & Updates) Expropriation of Intellectual Property of
Others
Stealing ideas from business presentations
Can happen when ideas are presented as part of RFP
Must have an upfront understanding and presentation must be presented with a copyright indicated
Professional Standards Advisories
(Code Additions & Updates) Use of Video News Releases as a Public
Relations Tool
Increasing scrutiny by FCC, Congress and other groups
News stories, B-roll and clips on video are VNRs
Producers of VNRs must indicate their origin
TV stations must indicate the origin of a VNR
Professional Standards Advisories
(Code Additions & Updates) BEPS is responsible for producing PSAs to
inform and instruct PRSA members and other on how to deal with real-life ethical dilemmas.
More than 20 have been produced during the past decade.
PRSA members are urged to review all PSAs on the PRSA Web site --- www.prsa.org.
DWYSYDCREDIBILITY IS:
DO WHAT YOU SAY YOU WILL DO
The Page Principles(The Arthur W. Page Society includes PR leaders from America’s leading corporations)
Tell the truth.
Prove it with action.
Listen to the customer.
Manage for tomorrow.
Conduct public relations as if the whole company depends on it.
Realize a company’s true character is expressed by its people.
Remain calm, patient and good-humored.
How does trust pay out?
Efficiency. Business transactions take longer and cost more when trust is absent.
Improved employee performance. One study showed trust in senior management improved profitability 13%.
Customer retention. Trust in salespeople has a significant impact on customer retention.
Vendor Selection. A survey of purchasing managers shows trust is a top criteria for selecting vendors.
Innovation. Product innovation increases when there is trust between business units.
Arthur W. Page Special Report, 2009
How does the following clip measure up on honesty, transparency, full disclosure and
candor ‘til it hurts?
TrustIf you build it, they will come.
(Domino’s Sales up Dramatically)
Board of Ethics and Professional StandardsPublic Relations Society of America